Annexure ‘CD – 01’

FORMAT FOR COURSE CURRICULUM

L T P SW No. TOTAL
Course Title: Advertising Concepts Credit Units: 4 of CREDIT
PS UNITS
Course Level: UG 2nd year Course Code: NEW
DA
Course Objectives: The course provides an overview of advertising from media perspective. It talks about the
evolution and development of advertising. It creates a clear understanding of traditional advertising and
3 0 0 2 3 4
promotional tools.

 To introduce the students to concepts of advertising.

 To interpret the knowledge of Indian advertising scenario.
 To compare and contrast the relationship between advertising and marketing.
 To identify advertising media, traditional, new and experimental.
 To familiarize the students with the social and ethical issues concerning advertising in society.

Pre-requisites: Nil
Course Contents/Syllabus:
 Weightage (%)
Module I Introduction to Advertising 10%
 Concept of advertising: Definitions and Meaning
 Evolution and development of advertising
 Advertising process and its participants.
 Functions of advertising
 AIDA, DAGMAR
 Overview and scope of advertising industry in India
Module II Advertising as a component of marketing 20%
 Concept of Integrated Marketing Communication (IMC)
 Marketing Plan
 Advertising and its relationship with other tools of marketing
 Introduction to Segmentation Targeting and Positioning (STP)
Module III - Types of Advertising 20%
 Advertising Media (ATL,BTL,TTL)
 Classification on the basis of: Audience, Media, Advertiser and Area
 Special purpose advertising: Green advertising, Advocacy advertising, Comparative advertising, Generic
advertising, Public Service advertising, Corporate Image Advertising, Covert Advertising, Surrogate Advertising
 Digital advertising
 Hybrid Advertising (Online merging with Offline)
Module IV Advertising agencies 20%
 Evolution of Ad Agencies- Various Stages and Current Status
 Various Functional Departments and Scope of their Work (Account Planning, Account Servicing. Creative-
Copy & Art, Media, Production, Billing, HR etc.)
 Ad Agency: Functions, Structure, Departments, Remuneration, Pitching, Client Agency Relationship
 Revenue and Commission Systems
 Agency Operation: The organizations in Advertising, the Role of Advertising Agency, Types of Advertising
Agencies
 Client related Issues and the Process: Stages in the Client-Agency Relationship, Factors Affecting Client-
Agency Relationship, The Pitching Mechanism-Simulation
Module V Latest Development, Trends and Practices 20%

 Increase in adverting spending

 OTT advertising
 Mobile first ads
 User generated content
 Shorter ads
 In stream ads
 QR codes
 Artificial Intelligence (AI) in Advertising
Student Learning Outcomes:
 Identify and define the advertising concepts.
 Recognize the structure of an advertising agencies
 Analyze the Indian and international advertising scenario.
 Distinguish between advertising and marketing.
 Categorize different types of advertisements.
 Appraise and interpret the legal, ethical and social aspect of advertising.

Pedagogy for Course Delivery: The class will be taught using theory and case based method. In addition to assigning the case studies, the course instructor
will spend considerable time in understanding the concept of innovation through the eyes of the consumer. The instructor will cover the ways to think
innovatively liberally using thinking techniques.
 Lectures
 Discussion
 Presentations
 Assignments
 Case Studies
 Viewing ads
 Online learning aids
List of Professional Skill Development Activities (PSDA):
i. Creating IMC plan for the assigned product or service with special emphasis on advertising forms
ii. Developing analytical skills: analyzing various types of ads and building an argument in favor or against an advertising theory. Submission of analytical
report.
iii. After screening of award winning campaigns, students will review classic and contemporary campaigns.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%)

100 NA

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term
(40 %) Examination
(60%)
Components(Drop down) Written assignment Project Campaign Review Attendance

Linkage of PSDA with PSDA II PSDA I PSDA III NA NA

 Internal Assessment
Component, if any
Weightage (%) 10% 15% 10 5%
60%

Text Reading:
 Shah Kruti, D’Souza Alan, (2011), Advertising and Promotions An IMC Perspective, Tata McGraw Hill Education Private Limited
 Belch, George E & Belch, Michael A. (2009). Advertising and Promotion. McGraw-Hill Irwin. 8th edition.
 Wells W.D, Burnett J, & Moriarty S. (2009), Advertising Principles and Practice, Pearson Higher Education

References:
 Batra R, Myers G.J., Aaker D (2009), Advertising Management, Pearson Education.
 Kazmi, S.H (2005): Advertising and Sales Promotion. Excel Books.

Additional Reading:
Magazines:
 Advertising Age
 Brand Reporter
 Brand Equity (Economic Times)
 Campaign
 International Journal of Advertising
 Pitch
 4 P’s of Marketing

Any other Study Material:

 YouTube
 Medianama.com (http://www.medianama.com/ )
 Campaign India (http://www.campaignindia.in/)
 www.asci.co.in